Today marks the launch of ‘Platinum’, a book celebrating 70 years of the Chartered Institute of Public Relations (CIPR).
The book includes 45 essays that provide an insight into contemporary PR practice, alongside the history of the formation and development of the CIPR.
It’s divided into five sections:
- Performance: The impact of practicing public relations as a management discipline on modern organisations
- Perspective: Reflections on the CIPR’s history and its communities
- Potential: Exploring the future of the profession such as automation, artificial intelligence, and tools
- Practice: A discussion of modern areas of public relations
- Provocation: Exploring issues related to the future of the profession
The chapters have been written by a diverse group of practitioners, working in a broad range of organisations. It provides a comprehensive overview of where we are as a profession, and what the future holds.
A professional first
I have written countless words for others, from informal blogs to academic papers, and everything in between. It is part of the territory in PR and communications – we don’t often get our own by-line!
I am so proud and excited to say that, with the publication of Platinum, it will be my name in print.
I first pitched for the project in October 2017 after Stephen Waddington (who edits the book) issued a call for submissions. His plan was to commemorate the CIPR and showcase the latest approaches and ideas in PR practice.
My idea was to talk about the struggles organisations face in securing their reputation as a trusted source. The aim was to explain how PR can build the reputation of key individuals within businesses and the benefits of doing this.
My Platinum chapter
My chapter (Chapter 40) is included in the Practice section:
Asserting expert opinion in an era of fake news
Exploring public relations as a means of re-establishing trust in leaders, politicians and experts
It focuses on:
- How professional services companies rely on presenting their staff as experts to win work
- How to develop and research ideas for thought leadership (using internal and external sources)
- Finding the right people to deliver thought leadership
- How a diverse range of content styles increase reach
- Why it’s important to get started
I hope that the chapter provides useful guidance for practitioners who want to include thought leadership based content within their tactical approach, as well as setting the scene for why it’s an important part of the communications mix.
Other authors will be blogging about their participation. Search #CIPR70 on social media to find out more, or visit the CIPR newsroom.